Email May Hurt Direct Mail

Allen Nance, WhatCounts president, said he is on a crusade to persuade C-suite exeuctives that email marketing is so much more efficient than direct mail -- not just with cost, but time. He challenges them to conduct audits of time spent and money on a direct mail campaign and compare the results to email.

"It's clearly an exaggeration, but the point of the exaggeration is to show disparity," he said.

ExactTarget vice president Jeff Rohrs said cutbacks in post office service could lead to money shifting over to more email campaigns.

 

Within email marketing over the next 12-18 months, Nance said there will be consolidation in the market. He said he receives calls from other investors looking at business plans around consolidation. "You will see consilidation that will lead to fewer providers," he said. "That will happen over the next 12 months."

Also, he said there will be less switching of email service providers among clients in search of a better solution. They are "finding out it's not just the grass is greener on the other side." He said he expects some of that will be propelled by marketers getting larger budgets and more resources, where they will be able to hire more people, and they will be able to upgrade services without a need to switch ESPs.

ExactTarget's Rohrs didn't necessarily agree that marketers will get more resources internally. But, the email business has some advantages coming.

One is spam is actually a benefit for email in sort of a paradoxical way. Email suffered for years from perceptions that it was a hub for spam, but now "spam is our friend" because Facebook and Twitter are dealing with it also, so it's not just email's probelms. "Now that spam is the Internet's problem and people understand that, I think email will continue to benefit from, 'Oh, it's a problem everyone shares,'" he said.

Rohrs also is expecting over the next year to 18 months that there will be "more email/social integration on the data side.

Comments were made Thursday at the MediaPost Email Insider Summit.

Tags: email
Recommend (2) Print RSS
1 comment about "Email May Hurt Direct Mail".
  1. Patrick Fultz from DM Creative Group, LLC , April 27, 2012 at 1:08 a.m.
    If I have to listen to another eMail guy saying how it's so much better than direct mail...I'm going to scream. It's not one over the other, it's use them in an integrated campaign. Go here http://tinyurl.com/8y2zlos & click on the last link and see what InfoTrends discovered...use different media together and watch your response rates dramatically improve—19%-35%. You do a disservice to your clients when you preach this eMail over mail story. Mail is still being used because it works...period. Use multiple media and watch them all work better.
  • Verizon Promises To Let Customers Avoid Tracking Program

    Faced with pressure from lawmakers, Verizon said on Friday that it will allow its mobile customers to opt out of a controversial tracking program. The move means that Verizon's customers will be able to direct the company to stop inserting tracking headers -- known as UIDHs -- into their mobile ...
  • FTC Calls For New Privacy Laws In Report On 'Internet Of Things'

    The potential privacy risks posed by the “Internet of Things,” or devices that connect with each other over the Web, is spurring the Federal Trade Commission to reiterate its calls for new legislation. “Although the Commission currently has authority to take action against some IoT-related practices, it cannot mandate certain ...
  • White House To Unveil Privacy 'Bill Of Rights'

    The White House will unveil a proposed privacy “bill of rights” by the end of next month, President Obama said on Monday. The measure will set out “basic baseline protections across industries,” Obama said. He signaled that the bill will limit companies' ability to collect data from consumers without their consent. ...
  • BabyBus Suspended From Google Play After FTC Warns Of Children's Privacy Violations

    The popular BabyBus apps appear to violate children's privacy laws, the Federal Trade Commission warns in a letter to the Chinese-based developer of the apps. “Several of your apps appear to collect precise geolocation information that is transmitted to third parties, including advertising networks and/or analytics companies,” Maneesha Mithal, associate ...
  • Judge Pauses Dispute Between Google And Miss. AG

    Google won't have to face any potential lawsuits by Mississippi Attorney General Jim Hood until at least next year, under an order issued on Monday by U.S. District Court Judge Henry Wingate in Jackson, Miss. Wingate said in the order that he was pausing all proceedings in the dispute between ...
  • Mississippi Attorney General Seeks Temporary Truce With Google

    Mississippi Attorney General Jim Hood said on Friday that he wants to pause an escalating dispute with Google regarding the company's search results. “I am calling a time out, so that cooler heads may prevail,” he said in a statement issued on Friday. Hood's statement came several hours after Google ...
  • Google Seeks Restraining Order Against Mississippi Attorney General

    Google on Friday asked a federal judge to prohibit Mississippi Attorney General Jim Hood from following through on a threat to sue the company for enabling Web users to access “illegal” content. Google also is asking for an injunction prohibiting Hood from enforcing a subpoena demanding information relating to outside ...
  • Deutsch L.A. Settles FTC Charges That Employees Posed As Consumers On Twitter

    Deutsch L.A. engaged in a deceptive practice with an ad campaign that involved asking employees to promote Sony's PlayStation Vita on Twitter, the Federal Trade Commission alleged in a complaint unveiled on Tuesday. The resulting Twitter posts, which ran in 2012 and carried the hashtag #gamechanger, allegedly didn't indicate they ...
  • Aereo Declares Bankruptcy

    Online video distributor Aereo, which suspended operations three days after its Supreme Court defeat in June, said on Friday that it filed for bankrputcy. CEO Chet Kanojia says in a post on the company's blog that the move “will permit Aereo to maximize the value of its business and assets ...
  • Tom Noble Moves From BMW Australia To Oversee Mini U.S.A. Marketing .

    Mini U.S.A. has tapped Tom Noble, a marketer at BMW Australia, as department head, Mini Brand Communications. Noble, who will handle all brand positioning duties for Mini in the U.S. at the company's U.S. headquarters in Woodcliff Lake, N.J., replaces Tom Salkowsky, who was shifted overseas to be department head, ...
>> Raw Archives